Influence of Service Quality in Internet Banking on Customer ‎Contentment

  • Authors

    • V. Pujari Associate Professor, Faculty of Business, Middlesex University, Dubai
    • U.V. Adinarayana Rao Professor, GITAM School of Business, GITAM (Deemed to be University), Visakhapatnam, Andhra Pradesh, 530045, India
    • Raghava R Gundala Associate Professor of Marketing, University of Wisconsin Parkside
    https://doi.org/10.14419/n6kxv060

    Received date: May 31, 2025

    Accepted date: July 1, 2025

    Published date: December 14, 2025

  • Customer satisfaction; Online Banking; Marketing Strategies; Marketing Tactics; Commercial Banking. ‎Research Areas: Quality Management; Strategic Quality Management

  • Abstract

    Purpose: The present research looked at the consequences of online banking on consumer fulfilment in commercial banking institutions. The ‎purpose of the research is to investigate the connection between marketing influences and consumer satisfaction. ‎Methodology/Approach: The descriptive design approach is used for the research; it has an infinite population size with a sample size of 385 ‎responders. A convenience sampling technique is also used, and the questionnaire is the primary data collection tool. Findings: Finally, people's ‎perspectives on the marketing tactics used by banks are examined. The banking business is growing more competitive, and mobile and ‎online banking are assisting banks in lowering costs while increasing customer satisfaction. Research Limitation/Implication: The study ‎emphasizes the importance of banks implementing effective marketing strategies to improve customer satisfaction. However, banks should ‎also focus on enhancing service quality, trust, and security to address comprehensive consumer needs. Originality/Value of paper: This ‎research adds to the increasing number of studies on how internet banking and other digital banking services affect customer satisfaction in ‎the commercial banking industry. Its originality lies in the exploration of marketing influences as a key factor in customer perceptions and ‎satisfaction within an increasingly digitalized banking environment. Category: Research paper.

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  • How to Cite

    Pujari , V. ., Rao, U. A. ., & Gundala, R. R. . (2025). Influence of Service Quality in Internet Banking on Customer ‎Contentment. International Journal of Accounting and Economics Studies, 12(8), 438-444. https://doi.org/10.14419/n6kxv060